Zhejiang Heng Mei Home Textile: A Home Textile Kingdom Woven On Bamboo Fiber.

　 In Shaoxing County, there is a classic bridge: if we stop the past cars in Gaoqiao, we should make a survey of the underwear brands worn by drivers, and ensure that more than half of them are Heng Mei brand.

This bridge segment is right. ddb The meaning is not just a laugh. In fact, it is a brand influence that is passed on from mouth to mouth. This was born 12 years ago. Home textile brand Lean on a thin one. Bamboo fiber In the "wolves" surrounded the killing of a blood path. At the same time, it relies on the market segmentation and subdivision, and finds its own position in the home textile market like strong cloud.

A pair of shorts to create "Heng Mei influence"

Seamless or seamless? Many underwear enterprises are facing such a choice.

In the past few years, when seamless underwear swept the market, Heng Mei also followed the trend and launched seamless underwear. Until one day, general manager of Zhejiang Heng Mei home textile Co., Ltd. Zhao Li Ming Suddenly, tide can not be used arbitrarily. "I met an acquaintance at a meeting, and he complained to me that your long shorts will slide down the waist after wearing them for a long time." This sentence aroused Zhao Liming's vigilance, and immediately sent back the designer to find out why: the seamless underwear was mainly supported by the tension of the fabric itself, but when the large size consumers wore it for a long time, the tension of the clothes gradually disappeared. In addition, the material of Heng Mei underwear is bamboo fiber, seamless and waist free. After several times of washing, it is easy to loose.

Thus, the revolution from "seamless" to "seamed" began again. Zhao Liming asked designers to achieve "seam" and "seamless", and "seams" should be made according to the loose characteristics of bamboo fibers.

After many tests, the existing unique design of Heng Mei underwear is finally: the wide edge, loose waist and waist, comfortable and close fitting, and the number of washing will not drop again. At the same time, it has the advantages of seamless underwear and skin care.

After conquering this difficulty, the market space of Heng Mei underwear has increased a lot. "Our products are the most used by local consumers. A leader of our group has told a joke that if we stop the traffic between Gaoqiao and investigate passengers, more than half of them will be our Heng Mei underwear."

"Products can only win consumers if they are comfortable, so how to make them comfortable, we must continue to foster strengths and circumvent weaknesses, listen to consumers' opinions, and constantly improve their design and technology." Zhao Liming said that in just a few years, Heng Mei had a greater influence in the underwear market, and speaking on products is the absolute principle.

In Shaoxing, "Heng Mei underwear" or "Heng Mei home textile" is a group buying gift favored by many units. The share of group buying has even accounted for about 20% of the company's sales.

Analysis of the reasons, Zhao Liming said, unlike traditional textiles, bamboo fiber products are more slippery, moisture absorption and sweating performance is better than cotton products, and underwear, underwear, bedding and other direct contact with the human body, so in advocating green environmental life today, bamboo fiber as raw materials Heng Mei products are increasingly popular in the market, especially the recognition of local consumers. "Many units in Shaoxing are our" repeat customers ". The popularity of Heng Mei products is not dependent on the relationship network, but also the quality and brand influence of the products themselves.

　　 A sheet shows "Heng Mei path".

Many of the home textile companies may not have thought about the "wedding photo" on the sheets, but Hang Mei thought of it.

Zhao Liming said that home textiles have different characteristics than underwear products, that is, their relatively long service life. In the eyes of many consumers, bedding is not easily replaced unless broken. In addition, there are already a lot of famous brands in the market, and if it does not create a new way, it will not be easy to divide the market in this saturated market.

Heng Mei has been aiming at the hot wedding spending at the moment.

Wedding spending has now become a hot topic of social consumption, with wedding dress as pattern, personalized couples, lovers shoes and so on. Although Zhao Liming is an old textile man who is over 50 years old, he sees business opportunities from the young man's market.

"Marriage time is a memorable day for a new couple. Since T-shirts and shoes can be put on a couple's photo, why can't the home textile products be printed on the wedding photo?" inspired by the personalized couple costume, Zhao Liming thought that if the wedding photo was put on the home textile product, it would not occupy the high quality of the domestic textile market. He said that in the process of decorating the new house, it is rare to see the use of the wedding photo, and the soft decoration such as home textiles just fills the gap.

Zhao Liming thought of the curtains at first, but the curtains hung for a long time, and they would be beautiful because of the dust. Besides, the wedding photo on the curtains is too exaggerated. On the contrary, bed linens and other bedding items can be used for a long time. They may not be able to use a few sets of bedclothes for a lifetime, but also belong to the private space of two people, which is more suitable for printing "wedding photo". Zhao Liming believes that personalized bedding is of romantic significance in both use and preservation.

In addition, the perfect design and manufacturing capability of the group is able to achieve this innovation. Now, the company has a hand-painted design studio from South Korea, with outstanding design capabilities. The group also has a technologically advanced digital printing studio that can deliver products quickly. Zhao Liming said that this idea can be realized both in software and hardware.

"In the domestic market, the company is the first to print personalized photos to bedding enterprises." Zhao Liming said they will first open the market of personalized bedding from Shaoxing. At present, Heng Mei has been linked to many studios in Shaoxing, and many photographic studios are interested in cooperation. Before long, in Shaoxing's newly married family's new house, there will be new bedding items printed on the wedding dress, which will add a beautiful scene to the festive atmosphere. {page_break}

　　 Transform from raw material enterprise to leader of bamboo fiber

12 years ago, Heng Mei was also a light textile raw material manufacturer. Now, Heng Mei has made many people wear bamboo pants and bamboo beds. But this process is not achieved overnight.

In 1998, Heng Mei transformed from the traditional textile enterprises and entered the field of deep processing of textile materials based on fancy yarn. At that time, fancy silk had just appeared, and it was still a new industry. But a year later, when fancy silk was selling well, Heng Mei Group decided to go back to the home textile terminal product again.

However, in the face of the traditional home textile brand strong sales network, Heng Mei obviously felt its own weakness. Zhao Liming said, following the traditional home textile brand, they can easily move forward two steps. It is not easy for Heng Mei to take one step. Enterprises will never keep pace with others. Heng Mei must find a breakthrough.

Traditional cotton textile products have been accepted by people, but bamboo fiber has many functions, such as green and environment-friendly raw materials, good moisture absorption, and natural sterilization. Therefore, Heng Mei decided to break through the application link of bamboo fiber and realize the overtaking of the bend of traditional home textile brand.

Subsequently, the company established the "Heng Mei textile engineering technology research and development center", and also worked with colleges and universities to study the application of various functional fibers, and to prolong the length of bamboo fibers. After technical improvement, Heng Mei's bamboo fiber products are more perfect and the product characteristics are more abundant.

"Now, the company has more than 1300 kinds of bamboo fiber products, covering almost all kinds of clothing, home textiles and other products." Zhao Liming told reporters that few enterprises in the country have such a complete bamboo fiber product as Heng Mei.

At the same time, Hang Mei also has a long-term brand strategy to actively expand the marketing channels for the whole country. At present, there are 8 registered trademarks in Heng Mei Group. Among them, Heng Mei brand label (bedding) was awarded the famous trademark in 2006, and passed the reappraisal this year. In 2007, Heng Mei became a well-known trademark in China, and this year registered a "foreign trademark".

Zhao Liming said that Heng Mei has opened more than 50 franchise stores in the country, some of which have entered large shopping malls, mainly distributed in Jiangsu and Zhejiang provinces. However, the market in Jiangsu and Zhejiang is just the beginning. Zhao Liming said that in the future, Heng Mei will also increase investment and give franchisees more autonomy, so as to develop new sales channels by "leveraging". They plan, in the near future, will hang more chain stores to more than 1000, or even more.

　 Transformation and upgrading of accounts

Zhao Liming once went to Jiangsu on a business trip. In a Beijing brand home textile store, he saw a four piece bed product produced by Heng Mei. The company's ex factory price is only 500 yuan, but the exclusive store is selling more than 3750 yuan, and the added value has increased by 6 times. At that time, Zhao Liming had a feeling of disloyalty in his heart, but he had to admit it.

Now, after so many years, Heng Mei has gradually stepped out of its own terminal road. Similarly, a bamboo fiber pants, ordinary trousers can only sell more than 100 yuan, but the United States will be bamboo fiber and polypropylene fiber blended, it can sell for about 560 yuan, the added value increased by nearly 5 times. The same four home textile products, the price of OEM sales can only be sold to 500 yuan, but posted on Heng Mei own brand can be sold to more than 1000 yuan.

Zhao Liming believes that in the near future, Heng Mei's home textile world will also become larger. He said, now the company has developed 1300 products, in fact, pave the way for future development, after these 1300 styles of products will usher in a thorough shuffle. Because when Heng Mei has established thousands of chain stores, like other home textile brands, the company can earn a steady stream of revenue by developing a product.

At that time, even if the four sets of Heng Mei had only 500 yuan now, the one thousand stores would have a profit of 500 thousand yuan for every set of sales. This is more than dozens of times higher than the one thousand sets of products that are now being processed for others. Coupled with the brand's "Butterfly Effect", it is foreseeable that the terminal market will bring broader market space for Heng Mei.

　　 Reporter's notes

If there is no innovation, there is no Heng Mei enterprise.

Without innovation, Heng Mei may have been washed out of the market just like thousands of other bamboo fiber producers in China.

In the interview with Zhao Liming, reporters also learned that in fact, the United States to the terminal market transformation process, encountered a variety of frustrations. At first, even senior executives like Zhao Liming had feelings of frustration.

However, Wang Yuanxiang, chairman of the group, said in a conversation with him that if people do not transform their minds, they will not be able to talk about the transformation of enterprises at all. This remark has changed Zhao Liming's mind. Later, Zhao Liming and a group of company elders took the initiative to learn the knowledge of bamboo fiber weaving, and gradually let Heng Mei enter a kingdom of bamboo fibers.

Now, the cause of Heng Mei has been recognized by the insiders. When the leaders of the Chinese Textile Industry Association visited the exhibition hall of Heng Mei once, they said that what you Heng Mei is doing now is what we often emphasize. That is, in today's increasingly scarce resources, using new fibers as raw materials, by increasing the design ability and brand building, to improve the added value of products.

In the moment of soaring cotton prices, how well the leader speaks. Remember, after the outbreak of the subprime crisis, Shaoxing textile industry encountered a head-on blow, and a large number of enterprises went bankrupt. This can be verified from another side. The era of small profits and quick turnover has gone.

In the process of transformation and upgrading, whether entrepreneurs have advanced awareness, whether there is a sense of hardship, whether they can keep pace with the transformation and upgrading will have an important impact on the development of enterprises. Many years of transformation and upgrading may be forced by the market, but if entrepreneurs do not have the sense of transformation and upgrading, even in the face of a harsh market environment, transformation and upgrading will be a mere empty talk.